Westfield sticks with content led approach with Autumn/Winter campaign featuring fashion influencers

Westfield is continuing with its tactic of using fashion influencers to drive its marketing with its new Autumn/Winter 2015 campaign spearheaded by fashion writer Derek Blasberg, Mumbrella can reveal.

The new content led campaign for the shopping centre group, called ‘Fashion Obsessed’, features a range of content including in centre appearances and keynote speaking spots at the Melbourne Fashion Festival, while mini documentaries show Blasberg describing his favourite trends, and interviewing TV presenter and ‘It Girl’ Alexa Chung and Australian model Abbey Lee.

The campaign has been created by agency Baker Brand.

Sarah Cleggett, general manager of marketing at Westfield parent company Scentre Group said: “Derek Blasberg is renowned for his personal and authentic interview style and as such the documentaries offer an insider look at Alexa’s and Abbey Lee’s style secrets, so we’re expecting great interaction and engagement from our style-conscious shoppers.

“With the largest range and best mix of international, local, designer and high-street retailers our centres  are where shoppers go to feed their fashion obsessions. The fashion obsession continues when our centres close, with our Searchable Mall.”

For its Christmas campaign the retail giant harnessed the popularity of YouTube starlets Sophie Grace and Rosie. This year it has also overhauled its agency relationships aligning itself with the STW Group for a “bespoke” agency set up, ending its long standing relationship with One Green Bean.

Blasberg is editor at large of Harper’s Bazaar, and a best selling author.

The campaign will also include Fashion Saturday on March 21, a one-day shopping frenzy with over 150 offers from Australian retailers in the shoping centres and on

On top of this there will be bespoke fashion publications and editorial on the Westfield website, and a social media takeover, while there will be an advertising spend across digital, catch-up TV, YouTube and fashion magazines.

Alexa Chung:

Abbey Lee: 

Fashion video production credits:

Agency, creative: Baker Brand

Creative Director: Al Weekes

Producer: Cat Rose & Ryan Ingrasin

Photographer: Chris Ferguson

Videographer: Lorin Askall

DOP: Kevin Klein

Hair Director: Jenny Kim

Make Up Director: Victoria Baron

Stylists: Mark Vassallo & Ilona Hamer


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